Although it started out as entertainment, podcasting has evolved in many different directions. People turn to their favorite podcasts to learn new skills, stay informed on current events, and follow topics they care about. Podcasting can even be a reliable marketing tool for small businesses.
If you’re looking for a more effective way to share information and connect with your audience, you might want to give podcasting a try.
The Benefits of Podcasting as a Marketing Tool
Global podcast listenership continues to climb, with more than 460 million people tuning in worldwide as of 2023. If you have a small business, it’s a great way to reach your niche audience.
In fact, branded podcasts have been shown to increase brand recall by up to 89 percent, which reinforces how effective audio content can be in shaping how audiences remember a brand.
Here’s a quick look at some of the advantages of podcasting as a marketing tool:
- More credibility. Regularly sharing useful information helps position your business as knowledgeable and reliable.
- Expanded reach. Platforms like Spotify and Apple Podcasts expose your podcasts to audiences who might not otherwise find your brand.
- Long-term listener engagement. People who enjoy a show often return for new episodes, and familiarity builds trust.
- More space for explanation. A podcast allows for longer discussions and clearer breakdowns of complex topics.
- Simple promotion opportunities. Mentioning products or services during a mid-episode break feels natural and not overtly promotional.
- Efficient repurposing. Audio content can be converted into clips, quotes, or written posts that support other marketing channels.
What Makes Podcasting Such an Effective Marketing Tool?
Podcasting works well for marketing because it is easy to consume. People can listen while they’re working out, commuting, or folding laundry. Not only are podcasts highly accessible, they also get more engagement.
Because they hold people’s attention much longer than a blog post or a social media story, podcasts give you a better chance at getting real interactions. Plus, a human voice can communicate tone and clarity in a way that written content sometimes cannot. This gives your brand more authority and proves your authenticity.
Listeners can tune in any time, and they can replay each episode as often as they like. And the benefits will only add up over time, as your podcast can continue to attract new listeners long after each segment airs. All of these factors make podcasting a practical way to keep your brand present in someone’s mind.
How to Use a Podcast for Marketing
- First, identify what you want your listeners to learn. Plan each episode around a common question, trending topic, or step-by-step explanation.
- You may also want to collaborate with other experts in your field. Guest interviews can expand your audience and give your brand more credibility.
- Include a clear call-to-action. Each episode should end with a simple “next step,” such as visiting a website or downloading a resource.
- Publishing on a steady schedule helps listeners stay engaged. Decide whether your podcast will air once a week, once a month, or on a daily basis.
- Content creation can be a lot of work, but it’s worth the effort. If you repurpose your audio clips as social media posts or short videos, you can get more reach out of each episode.
Tips for Getting Started with Podcast Marketing
Starting a podcast is a lot like launching any other kind of marketing effort, whether it’s an email campaign or a content marketing plan. But as long as you have a solid understanding of your niche and the right equipment, you’ll be ready to take the leap.
Here are a few practical tips for starting a podcast with marketing in mind:
- Select a focused topic that fits your business and your audience.
- Outline a series of episodes based on common questions or recurring themes.
- Use equipment that produces clear audio, even if it is simple.
- Publish episodes on a schedule you can maintain.
- Add a brief call to action at the end of each episode.
- Recycle content from each episode and format it for your other platforms.
- Review your podcast analytics to find out which topics perform best.
Can Starting a Podcast Help Grow Your Business?
Podcasting makes a great marketing tool because it allows small businesses to share helpful information in a format that people enjoy. It provides a steady way to communicate, educate, and stay visible without relying on constant posting or advertising.
Each episode will make your listeners more familiar with your brand, and as familiarity increases, trust will also grow. And appearing in podcast search results on major platforms like Spotify will help more people discover your business.
If you want help building a strong digital marketing plan or learning how to integrate podcasting into your marketing strategy, contact New Wine Digital. We can walk through your options and discuss the next best steps to get your brand the recognition it deserves.
Images used under creative commons license – commercial use (12/19/2025) Photo by Will Francis on Unsplash